Pharrell Williams Presents Qream Liquor

The multi-hyphenate singer, producer and clothing mogul last week celebrated the launch of his newest venture, Qream, a “premium liqueur” for women created with spirits maker Diageo. “I looked at the market, I looked at the holes out there,” he told Rap-Up, “and it felt like indulgence and women were the two things that were being neglected.” At last, Pharrell is here to fill our neglected holes with his Qream.

As someone who defines a drink for women as “any drink that drink happens to be in front of me,” I was curious to see what Mr. Williams thought women wanted. Turns out it sounds like something dreamed up by a 15-year-old who’s grown weary of root beer Schnapps. When asked to describe Qream, Pharrell, who admits he doesn’t drink much himself, took a full seven-second pause to come up with, “It’s definitely in the ice cream world. In the shake world … Except its damn-near 95% lactose free.”